Brand strategy canvas Model
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Published by Amir Jabbari, this document introduces the brand strategy canvas model which is a useful framework for marketers especially in SMEs who are wishing to strategically manage their brands.
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PPT introduction
1:
The first slide is the cover of my whole ppt, which contains the title and my name.
2:
In the second slide, I will talk about the goals of the whole strategy. Which is to gain impression and loyalty from our exist and potential customers. And to build a positive brand image.
3:
The whole third slide is about our target audience. we tend to focus on those people who needs a car, who wants to replace his/her, and who couldn’t decide which car they should purchase and who wants the best deal when it comes to purchasing car.
4:
This slide is a summary of main way that we are going to use for the strategy--phone app.
5:
This is a picture of the phone app.
6:
This is a rather important slide out of all, for it is a description of the phone app. It is similar to the goal of the strategy but it is more detailed. Our goal of using phone app is to speed up the processes for customers to have an understanding of what we are, or who we are. To do that, we provide three start options: “Make&Model, Vehicle Type, and Price” The reason it was made that way was because it is targeting different types of customers, from brand perspective, from the different types, and also differentiated from different prices.
7:
This slide contains our slogan and logo.
8:
This is slide for the cost of the strategy.
9:
There is a brief summary of the benefits of the strategy.
10:
Reference page.
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Customer journey
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Time/ Date- Nov 8th, 6p-8p
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Homework-
Watch “The Lean Approach: The Lean Method” with Steve Blank by the Kauffman Founders School.
Watch “The Lean Approach: Getting Out of the Building: Customer Development” with Steve Blank by the Kauffman Founders School.
Read “Customer Development: What Questions Do You Ask Potential Customers?”
Watch “Good and Bad Examples of Customer Interview Questions.”
Engagement
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PPT introduction
1:
The first slide is the cover of my whole ppt, which contains the title and my name.
2:
In the second slide, I will talk about the goals of the whole strategy. Which is to gain impression and loyalty from our exist and potential customers. And to build a positive brand image.
3:
The whole third slide is about our target audience. we tend to focus on those people who needs a car, who wants to replace his/her, and who couldn’t decide which car they should purchase and who wants the best deal when it comes to purchasing car.
4:
This slide is a summary of main way that we are going to use for the strategy--phone app.
5:
This is a picture of the phone app.
6:
This is a rather important slide out of all, for it is a description of the phone app. It is similar to the goal of the strategy but it is more detailed. Our goal of using phone app is to speed up the processes for customers to have an understanding of what we are, or who we are. To do that, we provide three start options: “Make&Model, Vehicle Type, and Price” The reason it was made that way was because it is targeting different types of customers, from brand perspective, from the different types, and also differentiated from different prices.
7:
This slide contains our slogan and logo.
8:
This is slide for the cost of the strategy.
9:
There is a brief summary of the benefits of the strategy.
10:
Reference page.
Carmax presentation (1)
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One of the biggest challenges for entrepreneurs is finding product-market fit, and this journey all begins with customer development. The Lean Startup Methodology will teach you best practices in customer development which will lead you to determine whether to 1) improve the solution you have built, 2) change direction (pivot) or 3) abandon your product or service and try something new. With the odds of failure so high for today’s startups, the Lean Startup Methodology offers an essential regimen for failing fast and iterating so that you have a better chance for success.
Homework-
Watch “The Lean Approach: The Lean Method” with Steve Blank by the Kauffman Founders School.
Watch “The Lean Approach: Getting Out of the Building: Customer Development” with Steve Blank by the Kauffman Founders School.
Read “Customer Development: What Questions Do You Ask Potential Customers?”
Watch “Good and Bad Examples of Customer Interview Questions.”
Engagement
From the video and blog content, you’ve learned that in order to keep driving your product/service in its current direction you should have some validation from potential customers. In the Lean Startup Methodologies Session we’re going to walk through some sample customer interview exercises to help you think about ways to get closer to product/market fit and give you tools to help determine when it’s necessary to make a pivot. If you don’t currently have a startup you’re working on, no problem. This session will still be beneficial as you think about other applications for customer interviews, whether it’s in your current job or in a networking scenario.Apps for good - Review It
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Brand Positioning
This document discusses important factors for effective brand positioning, including establishing a frame of reference, leveraging points of parity, and having compelling points of difference. It defines these concepts and provides examples to illustrate them. A frame of reference signals the goal a brand can achieve, and points of parity demonstrate how a brand meets the minimum requirements within its frame. Strong points of difference that are desirable and deliverable can distinguish a brand, but must consider brand performance, imagery, and consumer insights. Over time, brands may deepen their positioning through laddering up benefits or maintaining a consistent big idea while varying attributes. The key is regularly assessing the frame of reference, points of parity, and points of difference.
Brand strategy & building tool kit
This document provides an overview of tools and frameworks for developing an effective brand strategy. It outlines a step-by-step process including conducting a brand audit, defining the brand positioning, developing a brand personality, and creating an integrated communications strategy to ensure consistent messaging across all touchpoints. The goal is to provide a common language and shared understanding of the brand strategy process to help marketers and students implement it within their organizations.
Brand Planning and Management_MBA(RM).pptx
The document provides an overview of brand management concepts including what a brand is, the importance of brands, attributes of strong brands, what brand management is, brand equity, and the strategic brand management process. Specifically:
- A brand is a name, symbol or design that identifies and differentiates the products/services of one seller from other competitors. Brands create promises to customers about product performance.
- Brand management is the process of building, maintaining and improving a brand over time through developing a brand promise and positioning, and maintaining consistency.
- Brand equity refers to the financial and non-financial value added to a product/service by its brand name. It is measured through customer and market-based perspectives.
Branding decisions
This document outlines key concepts to be learned about branding decisions for a marketing management project. It will cover defining what a brand and branding are, the major branding decisions including positioning, name selection, and development. Branding consists of strategic decisions to differentiate a brand, establish relevance with customers, build brand knowledge and esteem. Proper branding positions the brand in customers' minds based on attributes, benefits or beliefs, and develops brand equity through strong customer perceptions and loyalty over time.
2013 navigate-managing your brand as an asset
The document discusses the importance of brand asset management and provides strategies for effectively managing a brand. It outlines key steps including formally linking business and brand strategy, creating a unique brand identity and clear positioning, strategically extending the brand, building a strategic brand architecture, evaluating and aligning all brand touchpoints, and consistently delivering the brand message. The document uses various company examples to illustrate concepts like developing an aspirational identity, crafting an effective positioning statement, determining when and how to extend a brand, and leveraging a flexible brand architecture.
Three questions you need to ask about your brand (1)
This document discusses three key factors for effective brand positioning: frame of reference, points of parity, and points of difference. It provides examples of how brands like Flipkart, Micromax, and Dove have established their frame of reference and leveraged points of parity and difference. An effective brand position ensures internal consistency over time between these factors. Regular reassessment is also important as competitor offerings and consumer needs change.
Three questions you need to ask about your brand
This document discusses three key factors for effective brand positioning: frame of reference, points of parity, and points of difference. It provides examples of how brands like Flipkart, Micromax, and Dove have established their frame of reference and leveraged points of parity and difference. An effective brand position ensures internal consistency over time between these factors. Regular reassessment is also important as competitor offerings and consumer needs change.
Brand Equity Presentation
Brand equity refers to the added value that a brand name provides to products and services. It is created by the differential effect of brand knowledge on consumer response to marketing of the brand. There are several models for measuring brand equity, including brand asset valuing, Aaker's model, BrandZ, and brand resonance. Building strong brand equity involves choosing memorable and meaningful brand elements, developing positive brand associations through marketing, and indirectly transferring associations from other entities linked to the brand. Measuring brand equity provides benefits for companies such as increased customer loyalty and insulation from competitors.
Brand management
This document discusses various questions and answers related to brand management. It addresses what a brand is, why brands matter to consumers in terms of risk reduction and quality signaling. It also covers types of consumer risks, sources of brand equity including awareness and image, the purpose of brand mantras, and factors considered in designing effective advertising campaigns. The challenges of brand management are discussed in terms of savvy customers, increased competition and costs. Key steps in the strategic brand management process and elements of building consumer-based brand equity are also summarized.
Br 4
Brand positioning involves creating a unique space for a brand in the consumer's mind based on its benefits and reasons for existence. It should be considered before developing marketing campaigns. Effective positioning identifies gaps in the market and figures out unmet consumer needs. There are various positioning options like benefit-based, usage-based, and tradition-based. Well-constructed positioning defines the target market and category, highlights the brand's point of difference, and is relevant and believable. Repositioning may be necessary due to increased competition, changing consumer mindsets, outdated perceptions, or diffuse positioning. It involves modifying aspects like products, benefits, users, or image while ensuring the new position is sustainable.
Brand Management - Positioning
Brand positioning involves creating a unique slot for a brand in the consumer's mind based on benefits. It should be considered before creating marketing campaigns. Positioning encapsulates the reasons behind a brand. Various methods like gap analysis can be used to identify positioning options. The position chosen should be relevant, unique and believable. Repositioning may be needed due to increased competition, changing consumer mindsets, or an outdated positioning. It involves changing existing perceptions to more favorable ones through the five Ps - proactiveness, product, people, perception, and passage. Precautions must be taken to ensure the new positioning can be sustained.
BMW Brand Audit
The document summarizes a presentation on BMW's brand strategy. It analyzes BMW's current "joy" campaign, brand positioning, and performance across various brand metrics. It identifies issues like weak performance perceptions and lack of appeal to some segments. It recommends strengthening performance marketing, tailored campaigns to better target women and youth, and accepting trade-offs to focus on the most lucrative segments.
Beyond brand as a buzzword, what's branding all about?
While it’s a term that many of us use every day, do you really know what branding is all about? Designit has put together a useful guide on the ins- and outs of branding. Aimed at those with a beginners level of knowledge or simply for anyone looking for a tune-up, this guide will give you a simple overview of the key components involved in working with brand strategy.
Brand mangement by Prashant Mirgule..
The document discusses various aspects of brand management including defining brands, assessing brand equity, developing brand identity, positioning brands, and managing brand image. It provides examples of different branding strategies used by companies like selecting brand names and logos that communicate functions or specialties. It also discusses the importance of celebrity endorsements and maintaining brand position over time.
Brand mangement main
The document discusses various aspects of brand management including selecting brand names and logos, creating brand awareness and positioning, managing brand image and identity, and using celebrity endorsements. It provides examples of different brands and discusses techniques for building and maintaining strong brands to increase customer loyalty and financial returns for companies.
THE BRAND - MiNi ENCYCLOPEDIA
Brands are different from products in a way that brands are “what the consumers buy”, while products are “what concern/companies make”. Brand is an accumulation of emotional and functional associations. Brand is a promise that the product will perform as per customer’s expectations. It shapes customer’s expectations about the product. Brands usually have a trademark which protects them from use by others. A brand gives particular information about the organization, good or service, differentiating it from others in marketplace. Brand carries an assurance about the characteristics that make the product or service unique. A strong brand is a means of making people aware of what the company represents and what are it’s offerings.
Positioning Statement Debriefed:
Here is a presentation with the goal of simplifying the concept of the positioning statement. Quite often we find businesses overlook the importance of the positioning statement (otherwise known as unique selling point, value proposition, etc.) The positioning statement can be a simple guideline for the strength of your marketing activities.
BRAND POSITIONING & VALUES
This document provides an overview of brand positioning and brand audits. It defines brand positioning as designing a company's offer and image to occupy a distinct place in customers' minds. A brand audit involves comprehensively assessing a brand's health by examining its vision, mission, values, and performance from both internal and external perspectives. The audit helps understand brand equity sources and provides strategic recommendations to maximize long-term brand value.
Keller sbm3 03
The document summarizes key concepts regarding brand positioning and brand audits from marketing expert Kevin Lane Keller. It defines brand positioning as designing a company's offer and image to occupy a distinct place in customers' minds. An effective positioning determines ideal brand associations versus competitors. A brand audit comprehensively examines a brand's health by assessing sources of equity and recommending programs to maximize long-term value. It involves analyzing both internal brand elements and external consumer perceptions.
Branding logic based on your status quo 2016.8.17
There are rules of thumb, which you can quickly use to narrow the possibilities of a branding solution. You don't have to re-invent the wheels.
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Three questions you need to ask about your brand (1)
Three questions you need to ask about your brand (1)
Beyond brand as a buzzword, what's branding all about?
Beyond brand as a buzzword, what's branding all about?
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Brand strategy canvas Model
- 1. INTRODUCTION TO THE MODEL B R A N D S T R A T E G Y C A N V A S AMIR JABBARI PREPARED BY
- 2. A brand strategy canvas is a model developed for startups and SMEs which acts as a guide to summarize the main brand elements that need to be shared with every team member in the company in order to set clear guidelines so that brand dilution is avoided. The main benefit of using this model is that it is a succinct yet comprehensive model that outline the main points that need to be taken into account when planning a branding strategy for startups. SYNOPSIS AMIR JABBARI PREPARED BY BENEFITS
- 3. THE BRAND STRATEGY CANVAS MODEL AMIR JABBARI PREPARED BY CUSTOMER INSIGHTS COMPETITIVE ENVIRONMENT COMPANY/PRODUCT FEATURES RATIONAL BENEFITS EMOTIONAL BENEFITS COMPANY VALUES BRAND PERSONALITY POSITIONING STATEMEMT TARGET AUDIENCE FRAME OF REFRENCE POINT OF DIFFERENTIATION REASON TO BELIEVE KEY MESSAGES
- 4. What are your customers attitudes and opinions regarding this category? What benefits do they seek in using your product? To what social class do they belong? How old are they? What is their gender? What are their main challenegs and problems? How do they usually decide to make a purchase? Describe the market structure, is it a monopolistic market or a perfect clmpetition, etc.? Who are your direct competitors? What are their strengths and weaknesses? What gap in the market are you trying to fill? CUSTOMER INSIGHTS AMIR JABBARI PREPARED BY COMPETITIVE ENVIRONEMNT PRODUCT FEATURES What unique features does it have? What is the simplest description of your product? What does it do for the customer?
- 5. RATIONAL AND EMOTIONAL BENEFITS AMIR JABBARI PREPARED BY the input in the previous section i.e. product features should be translated into rational benefits. ABS brake system is a function in a car, safer road trips is a benefit which is a result of that function. A rational benefit can be further analyzed to get to the emotional benefit. ABS brake system " a function " results in safer road trips " a rational benefit " which causes us to have peace of mind and a feeling of being protected. " emotional benefit ". A safe way to pinpoint your rational and emotional benefit is to have deep interviews with your target audience. By asking them why they care about certain features, you will get to the benefits they associate with that technical feature.
- 6. POSITIONING STATEMENT WHERE IT ALL COMES TOGETHER... AMIR JABBARI PREPARED BY The positioning statement is where you put all your inputs of the prrvious sections in one statement. it helps as a guide to set guidelines for your brand. A positioning statement is composed of the following parts.. 1.TARGET AUDIENCE Who is your target audience? It is better to focus on a need-based or attitude-based segment rather than a demographic segmentation scheme. 2. FRAME OF REFRENCE In what category or market do you operate? 3. POINT OF DIFFERENTIATION What is the main differentiating feature/benefit of your product? 4. REASON TO BELIEVE On what basis do you claim to have that point of differentiation? POSITIONING STATEMENT TEMPLATE For " target audience" the " brand name " is " point of differentiation " among " frame of refrence " because " reason to believe ". EXAMPLE For people who care about safety and with a degree of risk aversion, Volvo is the safest car on earth among other luxury car brands because it always runs R&D projects to come up with modern features related to brake systems and othet safety related features.
- 7. By defining your brand personality you try to give human-like attributes to your brand. There are five principal categories of brand personality which are: AMIR JABBARI PREPARED BY Big Bear Go Pro Coca Cola IBM Deloitte Sony Dior Porsche Rolex Dove WHO Catterpillar Under Armor What do you value most in your company? Some common values might be integrity, clarity, quality, etc. What are your red line? Some common red lines might be racism, sexism, inequality, etc. BRAND PERSONALITY.... 1. EXCITING 2. COMPETENT 3. SOPHISTICATED 4. SINCERE 5. RUGGED VALUES...
- 8. AMIR JABBARI PREPARED BY KEY MESSAGE Also referred to as brand essence, is a three to four word that best describes the essence of your brand. FUN, FAMILY, FOOD Mc Donald's brand essence.
- 9. THANKS FOR YOUR ATTENTION. AMIR JABBARI